Dacia wanted to build a deeper brand affinity with Italian families, and as such it used its Udinese soccer team sponsorship to connect with sports fans and their loved ones.

Dacia tackled the issue of violence within sporting events by creating a family incentive for fans to take a pregnancy test at the stadium and, depending on the results, gifting them and the baby with a season ticket.

The campaign, which used TV, social and media partnerships, launched several short films, featuring Udinese players thanking the parents for creating the next generation of fans, an app for matching fertile days with the team's game calendar, and a final stadium event honouring hundreds of pregnant women.

The campaign achieved a 12% increase in family car sales.

2

AYGO: Go Fun Yourself. How bold advertising achieved more for Toyota than we ever forecast

This case study demonstrates how Nissan, a Japanese multinational automobile manufacturer, launched a campaign with Twitter to announce the new version of an existing car and increase sales in Mexico.

Nissan is one of the most popular car brands in Mexico yet it had to reach out to one of the most marketed to audiences as well as compete against the powerful North American car manufacturers.

Recognising that it needed to sustain its target audience's attention for two months, Nissan devised a campaign that involved audiences in some key decisions, engaged key influencers and created a flurry of online activity.

As a result, in addition to positive or neutral media coverage, the sales of Nissan March increased remarkably, to the point of being the best-selling model of the brand.

This article explains how Nissan Motors is using big data, analytics and marketing science in the automotive sector to measure campaign success, increase sales and evolve its brand for younger consumers.

This article explains how Nissan Motors is using big data, analytics and marketing science in the automotive sector to measure campaign success, increase sales and evolve its brand for younger consumers.

Underpinning Nissan's approach to data is the firm belief that unless you can analyze information, you cannot win the battle.

Nissan is using big data, analytics and marketing science to make better business decisions - from measuring the success of marketing initiatives, to determining pricing for various dealership locations, to evolving its brand for a new generation of car buyers.

Nissan puts cutting edge consumer insights generated by data analysis into the design process, which evolves the brand to showcase Nissan's new technologies while also building cars people want to buy.

Nissan's China market was the first to use data-driven consumer insights to evolve the Nissan brand when it sought to engage younger Chinese consumers - based on the insights, a big decision was made to change the brand strategy in that market.

This case study demonstrates how, against a backdrop of fierce competition and cultural change in China's small sedan segment, Chevrolet launched the third generation of Sail cars through emotional bonding.

This case study demonstrates how, against a backdrop of fierce competition and cultural change in China's small sedan segment, Chevrolet launched the third generation of Sail cars through emotional bonding.

In 2014, the small sedan segment share had declined as competition had been hotting up through key competitors' price cuts and the previous five years had also seen a rise in the popularity of passenger vehicles.

Exploration of Sail 3's target audiences among mainstream Chinese consumers revealed that it was the ordinary, everyday family man who is the backbone of every family, quietly guarding them and trying to ensure happiness for everyone.

The result was an integrated communication called: 'Because of you, happiness has big differences', which reminded families to celebrate those unsung heroes who brought them happiness.

The campaign resonated with consumers: after being released on Weibo, the TVC was reposted over 1.4 million times and daily showroom traffic nationwide increased from 592 to 2398 in four weeks.

11

Punto Evo: Great just became interesting

Includes video content

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Soumitra Patnekar , Warc Prize for Asian Strategy, Entrant, 2015

This case study shows how Fiat, a car brand, managed to grow awareness and sales by targeting a younger Indian audience through a rebranding campaign.

This case study shows how Fiat, a car brand, managed to grow awareness and sales by targeting a younger Indian audience through a rebranding campaign.

Fiat was struggling to shake off its 'taxi' reputation amongst younger buyers, while battling a decrease in sales and a wider sluggish economy that saw the brand's market share reduced to 0.5%.

Targeting a younger generation of Indian buyers, who focus on design and quality, Fiat devised a campaign that focused on the newly released Fiat Punto Evo model.

The campaign was rolled out across online platforms, TV, print, outdoor, sponsorships, PR and POS ads that targeted the search for 'interestingness' and world travels, linking it to the brand's website.

Fiat registered a 60% growth on premium hatchback model sales and a 51% growth in positive sentiment about the brand.

This case study describes how Toyota, the Japanese car brand, built a new communications platform to attract younger buyers, create exciting online content and increase sales.

As a brand, Toyota in France, Germany, Italy and the United Kingdom was not visible or relevant to younger buyers 20-30 years of age.

Recognising the need to differentiate itself in a crowded and highly competitive market, it developed a new communication platform Go Fun Yourself to promote its Aygo model.

Toyota partnered with key young media influencers on content channels like YouTube and Vice to generate fun and irreverent content with Aygo being part of the fun.

In the first six months of the campaign the average age of a Toyota Aygo's buyer reduced from 55 to 35 years old, Aygo page traffic went up by 230% across Europe and its sales increased by 66% year-on-year.

This case study describes how Volkswagen, a mid-range car brand in Hong Kong, created a test drive campaign to bring the brand experience to new drivers.

Volkswagen had a problem getting people to test drive the new Volkswagen Polo because of guilt felt for doing so without serious purchase intent.

Volkswagen Hong Kong created a special training program to turn probationary drivers into professional ones by teaching them – on the road as well as on social media – how to handle the hurdles of Hong Kong traffic.

The whole test drive experience changed from being a sales tool to an added-value service.

The campaign not only helped drive consideration, conversion and key brand metrics, but also lifted sales of the New Polo by more than 30%.

15

Fiat: Live store

Includes video content

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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how car manufacturer Fiat in Brazil set out to maintain its leadership position in spite of having no new model to launch.

This case study describes how Fiat in Brazil, in spite of having no connections with football, registered a significant presence during the World Cup 2013.

Lacking the advantage of competitors who had sponsorships or media links to football, Fiat chose to emphasise its exclusion from the game by allying itself with the majority of fans who were also excluded from live matches because of limited stadium capacity.

Led by a TVC, Fiat produced a song and a branded video clip promulgating the chorus "Come to the streets because the streets are the greatest grandstands in Brazil".

Results included 300 million mentions with its hashtag, its video being viewed 19 million times making it the most watched car video in Brazil's history, and a market share of 21%.

17

Volkswagen: Eyes on road

Includes video content

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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Volkswagen China addressed the problem of drivers using mobile phones while driving.

This case study describes how Volkswagen China addressed the problem of drivers using mobile phones while driving.

To highlight the risks involved and to gain the public's attention, Volkswagen endeavoured to change driver behaviour after realising that those people that had already had an accident modified their own behaviour.

To demonstrate this, an ad was shown in cinemas where the audience watched a film of the road in front from the driver's seat of a moving car, during which they received a text message on their mobiles and while their attention was distracted, the car on-screen crashed followed by a road safety message from Volkswagen.

The video of their reactions was uploaded online and 25 million people in China saw it plus over 409 million worldwide gaining PR worth $4.5 million in China and over $24 million worldwide.

This case study explains how Volkswagen increased test drives and sales of its new Polo car model in Hong Kong by helping newly qualified drivers improve their skills and gain confidence.

The challenge was getting first-time car buyers to test drive the new Polo, when they felt guilty doing so without serious purchase intent.

Targeting Hong Kong's least confident drivers, the P-platers, Volkswagen created a special training programme to turn these probationary drivers into professionals.

Certified driving instructors taught them how to handle the hurdles of Hong Kong traffic; Facebook posts gave tips on their most common fears; and tutorial videos on YouTube showed how to master parking, keep their cool on the road and easily navigate a roundabout.

The training programme was fully booked within only six hours of launch and the social-media driving lessons reached more than 600,000 people.

Volkswagen grew its social media following, increased key metrics including consideration and conversion, and surpassed the initial sales target by more than 11%.

20

Beyond Out of Home: Investigating the specific priming impacts of television and digital OOH

Includes video content

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Heather Andrew, ARF Experiential Learning, Re:think, March 2015

This paper argues that premium digital out-of-home media has a valuable 'priming' capability that makes people more receptive to other ad formats.

This case study explains how Volkswagen, the car manufacturer, boosted sales in Canada with a product microsite that used short films to explain innovative product benefits easily.

Volkswagen was missing its retail sale targets, so wanted to understand customer behaviour in the 30 days prior to making a purchase.

It found that people conduct extensive research before visiting a dealership, but struggle to understand technical features.

The company therefore focussed on presenting the value of Volkswagen: all communications directed people to a microsite where a series of short films simply and clearly explained innovative product features and benefits.

Sales exceeded target by 22% over objective, including a 6.2% increase over the same period of the previous year, against a flat wider market.

This case study reveals how Volkswagen exceeded pre-sales objectives by generating visibility for the launch of its 7th-generation Golf and Golf GTI into the Canadian market.

Volkswagen faced a number of challenges, notably that the 7th-generation Golf had already been launched worldwide the previous year with extensive coverage in international and Canadian media, lessening the impact of the official announcement of the launch in the Canadian market.

To generate interest and WOM, VW created the Volkswagen Golf Countdown, a reverse auction in which the starting MSRP of the All-New Golf and Golf GTI decreased by 1 cent a second, up to $1,000 per day.

Once the consumer was satisfied with the price of either model, they could lock in a personalized discount - as long as another consumer didn’t get there first.

The Golf Countdown generated over 9.9 million impressions in earned media and far exceeded pre-sales objectives with 1,810 pre-sold vehicles.

25

BMW Mini - #askthenewmini

Includes video content

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Direct Marketing Association - UK, Bronze, DMA Awards, 2014

This case study shows how BMW showed people in the UK that its new MINI car model - despite looking different - had the same playful MINI character.